L’Oréal To Acquire California Skincare Brand Youth to the People

Youth to the People, a naturally focused skin care brand founded in Los Angeles in 2015 by cousins Greg Gonzalez and Joe Cloyes, has been acquired by L’Oréal. 
 
Terms of the accord were not released.
 
The brand was inspired by their grandmother, Eva, who started a professional skincare line 40 years ago, utilizing plant extracts and innovative active ingredients.  Available in the US, Canada, Australia, and in select European countries, the brand is marketed through an omnichannel distribution – mix of D2C e-commerce and selective distribution.
 
Youth to the People’s 2021 sales are expected to come in around $50 million.
 
“We are very pleased to welcome Youth to the People brand, its founders and fantastic teams. Because of its solid reputation and remarkable product quality, Youth to the People is a favorite among all genders. Its skincare expertise based on healthy, vegan, high-efficacy formulas make it a very strategic addition to L’Oréal Luxe,” said Cyril Chapuy, president of L’Oréal Luxe. “The brand’s core values and distinctive spirit reflected in its initiatives to amplify diverse voices, build a fairer world and enhance consciousness of the planet will be further celebrated at L’Oréal not only because they are precious to us, but because they are very true to our own values.”
 
According to Stéphane Rinderknech, president, North America, and CEO L'Oréal USA, L’Oréal has been inspired by the passion and vision of the brand’s two founders efforts to bring the best of the health-conscious, California lifestyle to high performance beauty. 
 
“We believe in the potential of this special brand, and we look forward to working with the Youth to the People team to help them realize this potential. I am thrilled to have Youth to the People join our growing portfolio of American brands on the West Coast.”
 
Cloyes and Gonzalez said joining the L’Oréal family gives them the opportunity to realize all the dreams of Youth to the People. 
 
“Our brand’s mission is to make high-performance skincare using vegan ingredients with practices that are good to the planet and good to the people. We’re beyond excited about this partnership and the opportunity to amplify our shared values of investing in a just and sustainable future for all,” the duo said in a joint statement.
 
The closing is subject to the standard regulatory approvals and other customary conditions.
 
Youth to the People’s growth has been supported by its investors, Sandbridge Capital, Strand Equity and Carisa Janes.